The original artwork and reproductions inspired by Chivas Regal are on display in the retail area of Dubai Duty Free

DUBAI. Pernod Ricard Travel Retail is running an exclusive promotion with Dubai Duty Free offering customers the chance to win an original work of art inspired by Chivas Regal.

Held this month, the campaign aims to build brand awareness and promote the relevance of age statements on luxury Scotch whiskies.

Travellers who purchase from the Chivas Regal range can enter the competition by entering a code provided at the time of purchase, online or using a drop box in-store. The original artwork and reproductions are on display in the retail area of Dubai Duty Free.

The art pieces were designed by contemporary artists Jaideep Mehrotra, Yusuf Arakkal and Wael Hamadeh, who have each tried to capture the individual personality of Chivas Regal 25yo, 18yo and 12yo, respectively.

“The campaign is designed to emphasise the importance of an age statement on fine whiskies, and we believe the commissioned art is an interesting way of expressing this,” said Pernod Ricard Gulf General Manager David Freeborn.

“Maturing whisky over 12yo, 18yo and 25yo is a very expensive process and requires significant expertise. Not all brands on the market carry an age statement, yet they can still carry a premium price.

“We feel it is important consumers understand the importance of the maturation process and what this adds to the whisky in terms of quality and complexity, and we are positive this activity in Dubai Duty Free will highlight this as well as encourage sales of Chivas Regal.”

Commented Dubai Duty Free Managing Director Colm McLoughlin: “This is an interesting and original promotion I think our Chivas customers will appreciate and enjoy.

“We are constantly looking for new and exciting ways to engage with our consumers. It is through initiatives like this one with Pernod Ricard Gulf that we have raised the bar, and we hope to continue working together producing one-off activities.”

About the artists

Jaideep Mehrotra, who created the piece for Chivas 25yo, is an internationally recognised artist from Mumbai. His work covers many artistic disciplines including painting, sculpture and film. The self-taught artist held his first solo exhibition in 1967.

Wael Hamadeh, a Lebanese artist who lives in Dubai, was commissioned to interpret Chivas 12yo. In addition to exhibiting his work widely in solo and group exhibitions, he has also been responsible for a number of public artwork in Dubai.

Yusuf Arakkal: The artwork for Chivas 18yo was created by Arakkal, a famous painter and sculptor based in Bangalore. He has won numerous awards, including the Lorenzo De Medici Gold Medal at the Florence International Biennale in 2006.